Customer & Marketing Strategy - Widget and Co - Due North
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Customer & Marketing Strategy
Widget and Co
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Where Businesses Come to Grow
Pretty simple value proposition hey? But that’s what we do, and we’re pretty good at
it. We grow businesses by increasing the revenue and profitability of our clients.
Starting by ensuring we have access to accurate data/information, we can then make
better decisions on how we improve each and every touchpoint we have with a
customer, driving:
• More Sales
• More Customers
• Better Customer Experiences
• Longer Customer Relationships
Objectives of this project (working with Due North)
• Double the size of the business
• Build direct channels to market and own customer relationship
• Develop lead generation strategy
• Set up reporting framework
Framework for Revenue Growth
1. Customer Strategy: Who are we selling what to, and how do we reach them
2. Management - Tracking, Reporting, Optimisation, Insights & Execution
3. Optimise Search – How we use search engines to drive awareness
4. Website - Attract and convert more leads into customers
5. Content – The fuel that powers all your digital activity
6. Social - Spend time where your audience is hanging out
7. Lead nurture – Develop relationships with buyers at each stage of the sales funnel
DUE NORTH 1
Customer Strategy
Before we can embark on any sales and marketing framework for growth, we need to
asses our customer strategy, which involves developing an intimate knowledge of
your potential customers.
“Who are we selling what to? And How are we going to do it?”
It’s one of the best things you can do if you want to grow your business.
• Branding: The way you differentiate yourself in the marketplace
• Target Markets: Razor sharp understanding of who you are selling to
• Personas: Stay on message with personas that bring your target audience to life
• Value Proposition: The statement of what unique offering you have and why we
should care
• Customer Journey: Identify opportunities by mapping out the customer journey
Your customer strategy is basically a way to define who you are selling what to. It is
the most important question a small business owner can continually ask and strive to
get better and better at. Your customer strategy should pull everything together on
your product or service and be clear on who you think will buy it and why. It should
also form the basis of your sales and marketing strategy by putting the customer first
in everything you do.
Recommendations/Requirements
• Review customer personas and journeys (see below)
• Refine/Define value proposition (see below)
• Incorporate output into a tactical marketing plan
DUE NORTH 2
Target Audience
1. Middle Income Family (Rachel)
• Wife, husband and 2.3 kids
• Middle suburbs on middle income
• Wife works part time, husband is an accountant
• Mum decided it’s time to get a widget
▪ Her friend has just got one and she loves it
▪ She’s just heard all the benefits of them
• Mum starts the research phase and makes the recommendation to her husband
• The Husband then needs to be convinced of the investment and quality of the
widget
2. Something better (Stacey)
• Couple (no kids)
• Enjoys the finer things in life
• Spends more than they earn
• Only premium products will do
• Health conscience, so they want a widget
• Keeping up with the Jones – need a bigger widget than their friends
• Want the best product on the market (provided it’s not outrageous)
3. Socially Aware / Medical Condition (Michael)
• Individual
• Socially aware
• Research trending topics
• Recently read an article about the benefits of widgets
• Does some more research on blogs etc
• Knows the solution is to get a widget
• Starts googling “best widget”
4. Older Health Conscience (Kerry)
• 55-year-old
• Female
• Baby boomer
• Downsizing
• Husband has health scares
• Time to get as healthy as they can
• Empty nester
• Wants to live as long as they can, health has generally been secondary
• Want great quality widgets
DUE NORTH 3
Personas
Rachel
Gender: Female
Age: 35 years old
Marital status: married
Lives: Outer suburbs, Brisbane
Position: Part time administrator
Salary: $80k pro rata
Rachel is in her late 30s and lives with her husband and two kids aged 7 and 4 in the
outer suburbs of Brisbane. Rachel and her husband Pete are expecting their third
child. Rachel works part time as an administrator and Pete works full time as an
accountant. Rachel and Pete first started dating when they were in high school and
have been together ever since and are still as strong as ever.
Rachel and Pete do everything together – they’re a tight unit. They make all of their
financial decisions together, have shared bank accounts and check in with each other
if they’re going to invest in anything worth more than a few hundred dollars.
Rachel has a close circle of friends from school that she sees regularly as they all
have kids around the same age. She also has an extensive network of ‘mum friends’
who she knows through the school, kinder and kids’ activities (sports/dance). Rachel
spends a lot of her time talking about their kids and getting tips and ideas from the
other mums.
One of her friends recently mentioned that they’ve got a widget after reading a blog
article online. Her friend says its healthier and is so happy with it because she knows
she’s doing the right thing by her kids. Rachel hasn’t heard about this but after talking
to her friend she’s motivated to investigate it further.
Rachel gets online and starts researching. She starts by looking at the brand her
friend has but is keen to see if that’s the best out there, so she also does further
research online for “best widgets”. She is motivated by reviews but also wants to
see the evidence that the widgets actually work. Low maintenance is also very high
on her list – she wants to ‘set and forget’. She selects the 3 top brands that meets her
criteria and presents them to Pete who needs to be convinced of the investment and
quality of the widget.
DUE NORTH 4
Stacey
Gender: Female
Age: 40
Marital status: De Facto, No kids
Lives: Eastern suburbs, Sydney
Position: Communications Manager
Salary: $140K
Stacey and her partner Steve (a business consultant) are a professional couple living
in Sydney’s inner suburbs. They both love their jobs and take what they do very
seriously. They’ve been together for 7 years but aren’t interested in marriage or
children. They both earn good salaries and love that this allows them to lead the life
they want. They travel frequently, are members of a wine club, both go to the gym
religiously, and love entertaining in their recently renovated home. Although they
enjoy a fine wine, they’re very health conscious and balance it out with exercise and
healthy eating.
For Stacey and Steve, weekends start with a trip to the gym or a run around
Centennial Park, then to their local café for a healthy, hearty breakfast and fresh juice.
They love wondering around homewares stores and picking up bits and pieces to
decorate their house.
Stacey attends a dinner party at Steve’s colleagues house, she meets the couple for
the first time and is in awe of their home. She loves what they have done with the
place and walks around admiring everything. She is helping out in the kitchen when
she notices they have a widget and she thinks this is a brilliant idea. It brings a level
of sophistication that she currently doesn’t have in her home. It also offers a better
and healthier option.
Stacey is immediately inspired to look into this for her home. She makes a mental
note of the brand and looks up their website. If she’s going to go to the effort of
doing this, she wants the best widget – she doesn’t want to have to rely on Steve to
install – she wants someone to do it for them with as little fuss as possible.
DUE NORTH 5Michael
Gender: Male
Age: 45
Marital status: Single
Lives: Outer suburbs
Position: Café owner
Salary: $100K
Michael is a single professional running his own café. He’s very socially aware and
goes to lengths to run his café as sustainably as possible, minimising waste and
choosing sustainable products. He is actively involved in community initiatives such
as his work as a youth mentor and supporting climate change initiatives. He is single,
his work, friends and family are everything, and he lives for the day.
Having had a run in with prostate cancer a few years ago, Michael has pursued a
healthy lifestyle. He’s changed his exercise and eating habits, drinks less alcohol and
pursues more plant-based meals (although he still loves a good beer and steak every
now and then!). He rides his bike to work, has a dog and takes his pooch for walks
everyday- rain, hail or shine.
Michael has also applied his new passion of healthy living into his café. He takes
pride in his café menu full of protein salads, ‘clean’ meals, and healthy juices.
Everything is made fresh and from scratch and he knows his customers love not only
the taste of his meals but the fact that they’re all good for them as well.
Michael sees an article about widgets and their health benefits and is instantly keen
to learn more. He does some further research and reads some blogs and decides he
needs to find a solution. He starts googling “best widgets”.
Michael wants to explore widgets not only for himself but for his business. He can’t
believe he hasn’t thought of it sooner, this is a perfect solution for his business.
DUE NORTH 6Kerry
Gender: Female
Age: 55
Marital status: Married, empty nester
Lives: South Eastern suburbs, Melbourne
Position: Full time retail supervisor
Salary: $85k
Kerry and her husband Rob are happily married baby boomers who have worked hard
over the years to provide a good life for themselves and their two kids, who are now
grown and have moved out of home. Life has always been busy, with Kerry working
full time again since the kids went to high school and juggling the demands of work
and home life. Kerry has always been heavily involved in the kids’ lives and sport and
has often found that her own needs and health have come secondary.
Now that the kids have flown the nest, it’s time for Rob and Kerry to downsize from
the big family home to a smaller townhouse that suits two people and a little dog.
Rob has had some health issues over the last year so he can’t do overly strenuous
exercise, so they’ll just walk the local block or take the dog to the park.
Kerry has been trying to focus more on a healthy lifestyle for them both, as she now
has time to do some exercise again, and she wants Rob to stay healthy so they can
both live a long and healthy life together! In her recent discussions with friends and
doctors, she has concluded that a widget would be better for Rob’s health plan. So,
for the new townhouse she has decided she wants a widget.
Kerry googles “best widgets” to see what is out there. She wants a low maintenance
widget, even though some friends have different ones.
Kerry is quite particular about how the widget might look in her home and wants
something that looks nice but is still reasonably priced. She is happy to pay for
someone to come and install it properly, as neither she nor Rob are handy people.
DUE NORTH 7Value Proposition
What do you do?
Build and sell the most technologically advanced widgets on the market.
What are the benefits?
Better widgets that are better for you. Hands on help to install and maintain it makes
everything easy.
What does it do for me the end user?
Makes me feel like I’m doing something positive for myself and my family by
providing them access to a widget. Makes me look good (and feel good) to family
and friends when they come over and use our “great widget”.
What value does this give the end user? What emotion do you produce? - - -
• Satisfaction – it feels better so it must be better
• Security – I know that me and my family will be better because of it
• Trust in product – it does what it says it will do
• Calmness – easy to install then set and forget (leave the rest to us)
• Pride – not only doing good for myself/my family but also the environment
So, what are some ideas that articulates that in a value proposition?
Current: Professional widgets at an affordable price.
DUE NORTH 8Some Ideas on tweaking the current one:
Good Health Starts with a Great Widget
Good for You | Great for Your Family | Better for the Environment
The Best Widget is the Key to Great Health
The Best Widgets on the Market
A little Creative
Making the Solution of Life for Everybody, Everyday
Building affordable Widgets in the Most Technologically Advanced Way
Straight to the point
Quite Simply the Best Widgets on the Market
Leading Technology | Unsurpassed Value
Some Other Ideas to explore
Realising the value of Widgets…
At Widgets & Co we are much more than just a widget house
You can count on us
At Widgets & Co we do much more than just Widgets
The Best Widget One Can Get
Hands on help to install and maintain your personal widget
Next Steps: Lets discuss!
• Review/Refine/Brainstorm
• Round 2!
• How to bring to life
▪ Home page of website
▪ Other marketing collateral (eg sales materials)
▪ Customer journey
DUE NORTH 9Client Journey
All customer journeys follow a similar pattern as outlined below. It’s our job to break down
and define each step of the process for each of your target audiences/personas so that we
can provide every client with a great customer experience.
Stages Description
How do we get more of your target audiences to
Awareness and find out about your business and how to provide all
information the information that they are looking for/need to
see?
We need to ensure that your target audience is
Interest and decision attracted to your product and demonstrate that you
making provide a more valuable service/product than your
competitors
Once they have decided to choose you, how do we
Purchase process
ensure that they have a 1st rate experience
Once we have a customer, we want to keep them
Long term relationship for life as both repeat business but also advocates
of our brand
Inbound Awareness and Information (Rachel & Stacey)
Stages Description
Rachel and Stacey first come across widgets
Word of Mouth through friends. They immediately notice the
taste is better and their interest has been peaked
in getting a widget for their home. They have
more trust in the product because they have
seen it in action, their friends vouch for how
good it is, and they’re more likely to pursue
getting one for themselves because of FOMO -
fear of missing out.
Google Search Rachel and Stacey go online and start searching
for “best widgets”.
Campaign Structure:
• Brand campaign eg “best widgets”
DUE NORTH 10• Competitor Campaign eg “Widgets in
Australia”
• Broad Features eg “Benefits of
widgets”, “Widgets for the home”
• Industry – “Widget Reviews”
Ads
• Need to clearly communicate value
proposition
• Best in the market
• Great value
Once they have done some research, they are
going to start getting more refined with their
search around more descriptive terms and ones
that are going to suit their needs better
• Features/benefits: “Best widget brands”
• Functional: “Under sink widgets”
Michael starts his journey online. He starts
searching for “best widgets” “best widget
business” and browses the websites of the first
few organic listings. He also browses Google
shopping to view images/prices of products to
get a feel for what’s around but isn’t drawn too
much into the actual shopping experience at this
point. He’s more interested in reviewing the
product websites to get a feel for which one is
going to be a good fit for him.
Website They will all visit your website. When they get
there, we need to make sure it impresses them. It
needs to exude experts, leaders, premium and
quality => best value for money
Landing pages:
- Value proposition and why I should
choose you over competitors
- Communicate it’s the best product on
the market
- Social proof to back up this statement
- Bit of technology speak to show it’s the
bees’ knees of widgets
- “About Us” – detailed and inspiring
overview of who you are and what you
stand for
- Strong Sales propositions/Call to Action
- Inspirational stories – content that sells
the dream of how they can live a
healthier life
DUE NORTH 11- Product related content that answers
their concerns and questions (including
videos)
Messaging, needs to make it clear that it’s:
• Easy and simple to get one and
install
• Healthiest option for you and
your family
• Best product, best price
• Differentiation as to why our
product is so much better
Online selector tool: Because there’s an
overwhelming amount of options, we need to
guide our customers to help them find the right
product for them (online selector tool) >> call to
action on current website to micro site.
•
Nurture Relationships Lead nurture: Because it will take our customers
time to decide on which product and which
company they are going to purchase, we need
to give them a reason to give us their email
address so that we can nurture the relationship
with them:
• Reinforce all the reasons they should
choose us with some lead nurture emails
• Provide information/education on
product, benefits, case studies
(examples of how it’s improved the lives
of others), point of difference, simple
and easy to use
We want to do this through a variety of avenues
• Online selector tool
• Ebooks (Health topics and Technology)
• Whitepapers
• Instructional Videos and Webinars
We then want to develop a lead nurture
campaign that continually educates and adds
value to the target audience
• Education on widgets and widget quality
• Socially responsible positioning
• Why technology matters
• How to guides
• How the products work
Longer term we want to explore and work on
how we build a lifelong relationship nurture
program that increases the lifetime value of
clients to Widget & Co.
DUE NORTH 12We want to re-engage with old leads:
• Special offers that are compelling
• Same education and value add process
as listed above
Remarketing For all four target audiences, we’re not going to
capture their attention enough on the first visit,
so we want to run remarketing campaigns
across both search and social, highlighting why
you have the best product in the market and, as
a last resort, give a special offer too good for
them to resist.
Web Presence All potential clients are going to go to different
areas on the web to find out more and more
about widgets, they will read blogging sites
around widgets, and especially review sites. Our
first task is to make sure that Widget & Co has a
good foundational web presence in all the major
directories together with customer reviews on
key sites such as google my business, facebook
etc.
Over time we are going to turn our attention to
blogging and industry sites as we build you into
the industry leader that you want to be.
Social Both Rachel and Stacey are active on social
media, especially Facebook. Rachel is a part of a
Facebook mother’s group which helps her keep
in touch with other mum’s in her area and also
share and receive tips on all thing’s kids and
family. Stacey uses Facebook to stay in touch
with friends all over the world.
Michael manages his café’s Facebook social
page and he also posts on Instagram.
They notice sponsored ads that appear in their
feed and will click on ads that are relevant.
Sponsored ads are a great way to share content
with your target audience.
Visibility of other ‘social proof’ such as reviews
on other websites (e.g. Google) and other
generic websites will help influence their
decision.
By building your social platforms (sharing good
relevant content) you can also build and engage
with current customers to build your online
community which is going to build trust and
credibility with target audiences.
DUE NORTH 13We are going to run some advertising campaigns
to grab Rachel’s and Stacey’s attention as we
highlight the problems that a widget will solve:
• Sponsored ads
• Boosting of great content
• Strong landing pages that capture email
addresses
• Test and trial lead capture straight from
facebook
Given the size of your database, using the
lookalike audiences will help improve our
effectiveness and conversion rates.
We need to develop a strong social strategy that
is going to drive awareness and engage with
potential clients to reach out and become a lead.
This will be based on the content pillars we will
develop through the next phase.
Social is also going to be our playground to
become the industry leader in the field, and this
will flow onto using LinkedIn overtime to build
your corporate profile as the best in the
business.
Enquiry (Phone/Live As they get closer to the decision-making phase,
Chat) we need to ensure existing channels (phone, live
chat, email) is maximised to connect with
potential customers when they revisit our
website to explore further. The purpose of the
call is to provide the customers with more
information, building rapport and starting a
relationship with the potential customer. This is
the first step of the lead nurture process (data
capture and CRM are vital).
They want to know they are important to your
business, show understanding of their situation
and needs combined with outstanding service.
1. Management and Reporting Framework
We need to ensure we have the right management in place of your marketing
channels. The first port of call is to make sure that we have the right tracking in place
to record accurate data from all your digital assets and thus can start to produce the
DUE NORTH 14reports we need to see what is working and isn’t working in your marketing. One main
focus for us is on using Google Analytics (GA) to track how people find your website,
how engaged they are with your site from each digital channel, and what’s generating
outcomes for your business. We generally use this as a source of truth.
Output document: GA Audit
Core Findings
• GA Account has some issues that need addressing
• 2 GTM Codes on the site
• Account overall needs a good clean up
• Conversion tracking is messy
• AdRoll and Email not tracking properly
• Social tracking missing detail
• No UTMs coming through
• Inbound phone tracking needs clarification and verification
• Lack of overall reporting and analysis
Recommendations
• Clean up GA (up to date)
▪ 2 Profiles (raw and working)
▪ Filter out internal traffic
▪ Remove second code
• Setup all goals
• Fix email, AdRoll tracking
• Implement UTM tracking (especially for social and email)
• Ensure inbound phone tracking working a treat
• Start weekly and monthly reporting
• Analysis and optimisation process
• Implement the below reporting framework
DUE NORTH 15Proposed reporting framework
Campaign/Individual Tracking Requirements Metrics Required
• Search • Visitors to the site • Cost per visitor
o Google Ads • Cost per visitor • Cost per enquiry
o Organic • Enquiries/Leads generated
o Online form
o Inbound ph
• Social • Reach • Cost per visitor
o LinkedIn • Visitors to the site • Cost per enquiry
o Facebook • Site engagement
• Leads generated
• Email • Growth of database • Click through
o Lead nurture • Open rates rates
o General • Leads generated • Conversion rates
database
• Website • Bounce rate • Conversation
• Time on site rate
• Conversions • Conversion rate
by source
• Revenue • Revenue by marketing • Cost per revenue
channel • Cost per client
Proposed Management Framework:
• Weekly (quick catch up on the phone/zoom)
▪ WIPs
▪ High level results
▪ Monthly
▪ Review of last month’s results
▪ WIP
▪ The month ahead
▪ Any major road blocks
• Quarterly
▪ Review last quarter
• Results
• Work completed versus Planned
▪ Next Quarter
• Targets
• Strategy
• Quarterly Plan
• Annually
▪ Annual review
▪ Strategy for next year
DUE NORTH 162. Optimise Search
Search, particularly Google, is fundamental to the long-term success of all
businesses today. Developing and implementing the right search strategy is vital in
maximising the number of people that find your business online.
Output Documents: SEO, Directory Listing, Google Ads Audits, Google My Business
Core Findings
Google Ads:
• New campaigns launched end of July, has limited optimisation/management
since then
• Spend, traffic, goals and transactions have dropped considerably since
relaunch though slowly building again
• Ads need reviewing and are a little generic
• Shopping campaigns have dropped in performance
• Site engagement metrics in Google Analytics looks too good (find out what’s
going amiss)
• Negative keywords aren’t structured well, and some are missing
• Google Ads conversion actions focused on transactions only, doesn’t include
other actions like a phone call regarding complexity of widget installation etc.
• Lack of overall optimisation and focus
SEO:
• There is a bit of tidy up required to get foundations all correct for SEO
• On-sites need reviewing and writing for main pages
• Content needs reviewing to remove duplication
• Page speed (website loading times) is low and needs improving
• Backlink analysis identified over 1000 links from 200 domains, which is a lot!
We need to wade through them all to see which ones are spammy and need
removing
• Images need correct naming as you have a visual product
Directory Listings:
• Good listings overall
• A few newer sites that we want to get you listed on
Google My Business:
• Listing is pretty good
• A few small things to tidy up
DUE NORTH 17Recommendations
Google Ads:
• Interrogate Search Query Analysis (SQA), look for opportunities from
previous (now paused) campaigns.
▪ Add relevant keywords
▪ Filter out irrelevant keywords with stringent negative keyword
process
• Take control of bid management, optimise positioning
• Interrogate Shopping Campaigns from early 2019 and reinstate better
performing components
• Review Ad copy from current and previous campaigns to create more
exciting value proposition
• Reinstate Dynamic remarketing shopping campaigns
• Audit Google Analytics tracking to ensure site engagement data is
accurate
• Audit Google Ads conversion actions so campaigns are optimised to
drive leads and transactions
SEO:
• Tidy up technical SEO requirements
• Review and write meta descriptions and create H1 headings on all pages
• Detailed backlinks to ensure spammy or irrelevant sites are not associated with
your site
• Correctly label all images
Directory Listings:
• Create them all to a good quality
• Longer term web presence and digital PR plan of attack
Google My Business:
• Update as per audit document
Long Term SEO Plan:
• Build once the above are completed
DUE NORTH 18Search Strategy Moving Forward
Search is one of the most effective tools to quickly drive results for your business,
because it provides a mechanism to capture your target audiences while they are
actively seeking information on the services you provide.
• Building a great search strategy is vital to ensuring that your business is found
by your target audience(s)
• Your target audience is actively searching for your services, and we want to
give them every chance to find your business online by appearing high up in
the search results (via paid, organic and local)
• This next section will develop the search strategy of how we effectively get
your target personas to find your business online
Objectives: Get Leads through the door quickly
• Run effective, targeted Google Ads to capture target audiences that are
searching for related services/info etc
• Prove concept of new site design/journey in converting
• Focus on generic terms that have reasonable intent to test and measure
1. What is your target audience searching for?
Given the ‘test and trial’ approach we are working on, we want to test the new site
on two core aspects:
• Middle ground of broader terms:
▪ Widgets, Buy Widgets
• More specific, higher intent terms:
▪ Under sink widgets, benchtop widgets
▪ Best widgets, reverse osmosis widgets etc
To Do:
• Finalise keywords and structure
DUE NORTH 192. Write Engaging Ads
We want to put our best foot forward with engaging ads that communicate the
right messages, based on the proposed campaign structure above. Core
messages that we need to communicate:
• Best on the market
• Cleanest widget
• Healthiest widget
• Most technologically advanced
To Do:
• Finalise value prop
• DN to draft up final ads
• C to review
• DN finalise
3. Great Landing Pages
In line with new design
To Do:
• Review and refine design
4. Campaign Built and Live
Final draft of campaign structure, keywords and ads put together for final sign off
and get campaign live:
To Do:
• DN to put final version of campaign together
• DN to get campaign live
• Auxiliary “go live” tasks
▪ Master list of negatives added
▪ Linking of tracking
▪ etc
DUE NORTH 205. Optimisation of Google Ads Campaign
Once the campaign is live, we need to then run it through a stringent improvement
process so that every week and every month it gets more and more effective as
we find out what works well and what doesn’t.
• Daily bid and budget management
• Weekly keyword analysis (negatives and new keywords)
• Weekly site engagement analysis and recommendations
• Conversion optimisation around cost per lead
• Establish optimisation framework
6. Search Tracking and reporting
• Set up as per reporting framework above
DUE NORTH 213. Content
Today, content is the lifeblood of your marketing. It is pivotal to driving awareness of
your brand, engaging with the right target audiences and converting people into
paying customers. This document sets out the framework/pillars of content that we
are going to use to drive marketing results.
Suggested Content Pillars
1. Guide Me: Given the uneducated nature of the market, we need to be
producing great content that guides the beginner through the minefield of how
to choose and what’s best for me
2. Techy: There is a real opportunity for you to own the widget marketing space,
so we want to show our thought/industry leadership with our, and others,
technology advances
3. Let’s get healthy: We want to own the “health and widget” space with ideas,
info and education on how widgets affect health
4. Inspire Me: It’s time to show case how important a widget is to life and how
we are contributing to a better world
Content Ideas / Samples
• Guide me:
• How do I choose a widget?
• When do I need an under the sink versus bench top widget?
• How are the widgets installed?
• What maintenance is required?
• What’s the difference in the different types?
• What are the costs involved?
• Who does what and when? What’s the process?
• How do they work?
• Techy:
• Technology of widgets
• What is reverse osmosis and why is it important?
• Industry trends
DUE NORTH 22• What’s coming out of the US / Europe?
• Case studies
• Let’s Get Healthy
• It starts with widgets
• Scare me
▪ Health issues
▪ Specific Health Issues
• Gut Health and Digestion
• Skin
• Inspire Me:
• Importance of widgets to life
• Social responsibility – share how Widget & Co is impacting lives
• What’s happening with widgets and third world countries
• How you, the average joe, can make a contribution
DUE NORTH 234. Lead Capture
Ultimately, we want to capture leads! These will come in two formats:
• Hot leads that want to talk now
• Cool leads that we need to nurture a long-term relationship with
Here we want to develop effective strategies that drive both short-term and long-term
mechanisms to drive leads into the business.
Hot Leads
We want to capture as many hot leads now as we can, so they reach out and make
contact with us. We want to do this in three ways:
1. Strong calls to action throughout the site
a. Webforms
b. Phone
Action: In-line with the website review and recommendations.
2. Widget chooser
Online tool we have discussed to help guide on best options for you.
3. Widget consult
Chat now to a Widget Specialist to ensure I get the best widget for my needs.
Cool Leads
For those that are just doing research and aren’t ready to make contact, we need to
provide some great value that they are prepared to leave the email address for. Once
again, we are going to propose 2 strategies for each of the target audiences:
DUE NORTH 241. Primary and Secondary:
Given the nature of your product, we want to produce a “widget guide” eBook which
provides a wholistic overview of widgets and guides me through the process of
choosing the right widget for me.
2. All 4 Target Audiences
Fear is the strongest motivator and it’s proposed we play on this and develop the
next major content piece on something like the “5 scary things if you’re not using a
widget”.
Whitepapers: Over time we want to develop whitepapers addressing all the health
and technology aspects to your product and benefits.
To Do:
• Agree on Concepts
• PR – to build first eBook
• DN
▪ Calls to action on website
▪ Landing pages
▪ Social ad campaigns
DUE NORTH 25Lead Nurture
Once we’ve capture contact details of leads, we want to put them through a nurture
process to stay front of mind, to continually add value and ultimately want them to
work with us (push them through the customer engagement journey).
Tasks for us to complete:
1. Review EDM Design and Account
To ensure a great design and we have all the tracking in place we need.
2. Define Email Nurture Campaigns for New Leads
• Primary/Secondary Leads: Drip feed great content from the “Guide Me”
content pillar (suggesting 1 per week for the first 8-10 weeks)
• Dangers not using widgets campaign: Drip feed content from the other
three content pillars in even doses (suggest 1 per week as well)
• White papers: Drip feed content from the other three content pillars in
even doses relevant to the white paper topic
We want to map out in more detail each of these campaigns to ensure we are
pushing the right buttons for each of the target audiences and giving them
maximum value from day 1.
3. Database Segmentation
Want to ensure all records going into the system (and old records) are
segmented into our target audiences.
• Into target audience (where possible)
• Customers versus leads
4. Re-engage Old Leads
Given we don’t know too much about old leads in terms of target audience
classification etc, we want to start with some general comms coming from the
content pillars, so we are addressing each of the 4 personas. It’s
DUE NORTH 26recommended we start with a monthly newsletter with the 4 best bits of
content (one from each pillar), together with a strong sales proposition/call to
action.
5. Load Campaigns, Schedule and Automate
Create and load up all the campaigns to email clients and let’s automate as
much as possible!
6. Report, Measure, Analyse and Optimise
We would like to analyse the statistics of future email campaigns and monitor
the progress of the changes to ensure that they are converting into sales. And
we will do this on a monthly basis.
Website
See attached Website Recs.
DUE NORTH 277. Social Strategy (Mainly Facebook, some Instagram)
In order to successfully utilise social media, you need to be clear on what your
objectives are for using this medium. Brand awareness, engaging with your target
audience, driving of website traffic, advertising deals/specials, encouraging word of
mouth. Either way, identifying your purpose and who you are talking to will help you
to develop the right strategy around content and communication.
Summary
For your target markets, social is an important aspect of your marketing mix,
especially for long term growth and to lead your industry. It takes a lot of time and
consistent effort to build up and maintain a solid brand and presence in social media,
and one of the main challenges is using the right balance of content to keep people
thinking and talking about you.
Output: Social Audit
Findings
• Distinct lack of strategy around social marketing
• Virtually no outcomes to the business from this channel (e.g. only 3 leads in the
past 3 months)
• Set up of profiles needs some work
• Lack of growth of followers (losing as many as your gaining)
• Tracking not set up correctly
• No sales being recorded
• No lead capture mechanism set up
• More engaging content required
Recommendations
• Build in-depth social strategy based on value prop and target audience
• Tidy up social profiles
• Fix up tracking
• Post and promote content in line with content pillars above
• Run advertising campaigns in line with lead capture above
DUE NORTH 28• Trial some lead gen campaigns directly on both Facebook and landing page on
website
Strategy moving forward
1. Set Up Profiles to Best Practice
We want to start by ensuring that the social profiles are set up to best practice
• Review current setup on main social platforms
• Set up where needed
• Recommendations on improvements
• Implementation
2. Produce the Content!
In line with content pillars, once content is produced, we need to get it live on
the social channels.
3. Promotion of Content to Target Audiences
If we’re producing great content, we need to put money behind it to ensure it
gets seen by our target audiences (quality over quantity):
• Set up target audiences in profiles
• Set budgets for posts
• Boost posts
• Two day check in on each post
• Weekly review and recommendations
• Upload email database
• Create lookalike audiences
4. Let’s Get Advertising for Lead Capture!
Social provides a great mechanism for us to grab our target markets’ attention
and drive them to our website/build our social community:
• Define advertising campaigns
• Set up campaigns and targeting
• Get Live
• Two day check in on each post
• Weekly review and recommendations
DUE NORTH 295. Analytics, Reporting, and Optimisation
The final piece to the puzzle is to put in place the analytics framework we need:
• Reporting requirements (inc content)
• Set up
• Weekly and monthly reports
• Optimisation process (analysis, recommendations, implementation)
LinkedIn
We want to sooner rather than later turn our attention to LinkedIn and how we can
use this platform to build Widget & Co into the Thought Leader in the industry. This
starts with adding all the content to this page. And overtime we want a more detailed
strategy on how we maximise this channel.
Question: Can we create a face to the business?
DUE NORTH 30Widget & Co – Website Audit & Recs
Widget & Co’s website, as we’ve discussed, needs an overhaul. The design is dated,
the user journey isn’t very inviting and is missing quite a few aspects that your target
audience is in need off. New users can be overwhelmed when introduced directly to
different products and their specs. As such, we recommend focusing on user needs
first so they see the value of investing time to learn about such products.
Home Page Design
Your home page should act as a shop window would – provide information about
your business that entices browsers to enter. It should at a glance include
information about your products/service, your ideal customer, your brand personality
and indication of price.
Branding & Images
Look professional, easy to navigate and reflect brand personality and style.
• The overall look/feel of website is a bit dated. Could do with a refresh that reflects the
premium positioning of your brand and products.
• There’s lots of good information on the website but feels very ‘busy’ and can therefore
be hard to know where to find the right information. It would be better to strip back to
what it is your target audience is searching for and build your user journey around this.
• Images are professional, engaging and complementary to the website’s overall feel.
• The colour scheme does make the website feel a little ‘cold’ and masculine. Consider
introducing a softer more feminine colour to balance this out (especially as your target
audience is predominately female, we want to be visually appealing to them).
• The name, branding and images allow the user to immediately recognise Widget & Co’s
offering.
Unique Selling Propositions (USP) / Value Proposition
Demonstrate understanding of key challenges and hint at a solution by pinpointing
the value your product/service provides to the customer
• Lack of value proposition being communicated and usp’s are light on.
DUE NORTH / WEB CONTENT AUDIT 1• The website focuses on the product and its quality as well as WC’s expertise in the field.
This does well to instill confidence in the brand and is solutions focused (rather than
problem focused).
• Whilst it is good to keep a positive slant, acknowledging problems commonly
encountered by users, this will help bring audiences on side and enhances perceived
value of the product.
o For example, you could provide comparison tables of widgets vs non widgets.
Sales Propositions
Communicates how you are different and why customers should choose you over
your competitor (messages should ideally be situated above the fold)
• The top slider contains some good propositions such as the convenience of “Widgets at
your fingertips” (note sliders are out of date now)
• There isn’t mention of why users should use you rather than a competitor.
o Consider ways of showing how your products are superior to generic or cheaper
ones, perhaps by highlighting how your product comes with comprehensive
support and any other valuable features.
• The guarantees and warranties are great sales propositions that increase confidence in
the brand. The drill through ability to learn more is also good.
Target Audiences
Icons/headings/statements/links that immediately connect with each segment of your
target audience so they know they are in the right place
• There is no information on the homepage communicating directly to audiences with
specific circumstances.
o For example, targeting users with widget tanks and acknowledging their
specific challenges provides a path whereby you can more effectively present
your product in a way that appeals directly to them. You can also appeal to
users in each main city regarding their unique challenges (you could lead to a
specific city-based page).
• There’s a large percentage of users bouncing off the home page (not clicking through
to another page). This may be evidence that the website isn’t immediately capturing
interest in the first stages of the buying cycle.
DUE NORTH / WEB CONTENT AUDIT 2o Consider placing the ‘best sellers’ lower and targeting specific audiences
(‘widget solutions’ & ‘business widget solutions’) higher to target users’ needs
immediately. In principle, clearly targeting specific audiences acknowledges
users’ needs, making your service more appealing and enables you to employ a
specific and effective sales pitch. This will have more of an impact on mobile
and tablet devices as currently, mobile users are immediately presented with
around 3 scrolls of products before being introduced to the business itself.
Navigation:
Should sit at top of the page and be simple and easy to find relevant information.
Include search box if possible.
• Main navigation is well structured.
o Consider expanding the white space between menu items for desktops to
enhance readability.
• The menu is sticky on desktops, meaning the user can access them at any time from
anywhere on the page. This is good.
o Consider doing the same for mobile devices
• There is no arrow to immediately return to the top of the page. This is especially
important for mobile devices.
Content:
Features, success stories, resources, free guide/e-book
• Upon ‘exit’ of any page, a pop-up inviting the user to keep in touch appears. This
doesn’t load properly and is intrusive
• Overall, the home page has professional and succinct content that does well in
inspiring confidence in the brand whilst simultaneously introducing the user to the
business.
o Having images with text reduces the ability of search engines to rank your
website appropriately as it can’t read what’s within the image. Consider using
images that don’t contain text, and have the text written out.
• All claims have drill down ability for users to learn more. There are also clear calls to
action. This is great.
o Calls to action of a complementary colour attract the eye (ie orange vs blue).
DUE NORTH / WEB CONTENT AUDIT 3• The phone numbers should be clickable in all places mentioned, not just the header.
This is especially important for mobile users to make a phone call with one touch.
Social Proof:
Builds trust – include a few on home page with name and photo where possible.
• Consider the idea of including independently verifiable (i.e., sourced from Google or
elsewhere) testimonials and reviews on your home page to show real world interaction
and satisfaction with your products.
• Putting faces to the business on the home page (like the photo on the ‘about us’ page)
also makes the experience personable.
Website Footer:
Emphasise and guide users to key content
• The footer has useful contact details and links.
o Make the phone number clickable for phone calls.
o The address could also lead to mobile users navigating to your office.
• The contact form should be as easy as possible to fill out so as to not deter users
from taking this step.
o Consider reducing the number of ‘required’ fields – making contact is more
important than having complete information – information can be found out
later.
Content Pages
Your content pages should provide value to the reader, address their concerns, be
SEO optimised with target keywords, provide high quality images and include, call to
actions on every page.
Current page content:
• About Us: This page does well to explain who you are, what you believe in and
reaffirms the guarantees and warranties provided. The team photo is also good.
Consider placing a call to action below the ‘our promise to you’ section so the user
has somewhere to go as the next step. This could be to the ‘home’ and ‘business’
solutions page.
DUE NORTH / WEB CONTENT AUDIT 4• Products: This page nicely breaks down products into different applications (home
and business). Consider including the ‘best sellers’ below this.
• Home Solutions/Business Solutions: These pages nicely break down into specific
needs. The graphics generally show practical implementation (such as widget machine
& countertop widget) which helps the user see immediate value in the product.
Consider including a call to action such as making a phone call for more assistance at
the bottom. Also consider making the headings bigger so users get a quicker overview
of the available categories.
• Product Category Pages: Paragraphs on these internal pages lack readability.
Consider keeping it simple with further information below the products. ‘Choose
options’ is redundant as it leads to the same page as ‘more information’. Consider
using the ‘buy now’ option instead as this allows users the option of buying with less
clicks!
• Product Specific Pages: It’s great to see reiteration of warranties and guarantees as
well as the option to see the brochure and call for help. The phone number needs to be
clickable and maybe the call to action (‘email us’) needs to be tailored and more
attractive! On mobile devices, the first product image falls under all the text. Consider
placing this above the pricing so users know immediately what they’re dealing with.
Also consider upsell/cross sell opportunities.
• Shopping Cart: When presenting the alternative to order by phone, consider placing a
link (perhaps that opens in a new tab) under ‘business hours’ so users can click
through and see what the business hours are – or mention them directly.
• Service & Support: This page has a great interactive map and good sections under
‘how can we help’. Consider making the phone number a little more obvious and
clickable.
• Contact Us: This page has all the required details with an inviting paragraph.
User Experience
• Overall, the website is well built and structured with the user in mind.
o At times, there is a lot of small text that lacks readability. At times, this text also
comes first, and images or context comes after or below the fold for mobile users.
This detracts from the experience for mobile users.
• Ensure CTAs are relevant, powerful and stand out!
DUE NORTH / WEB CONTENT AUDIT 5o Consider using yellow or orange for CTA’s
o CTA’s are currently primarily education based (i.e., ‘learn more’ & ‘download
brochure’) which isn’t wrong – however for specific products, don’t be shy to
include ‘buy now’ or ‘add to cart’, making it as convenient as possible for users to
commence the buying cycle.
• There could be a primary focus on user needs rather than leading straight to products,
especially for mobile users.
o New users have no idea about the different widgets, and which one is best for
them. Advertising the different widgets immediately will cause confusion and
lose traction with engagement. For example, the home page introduces ‘best
sellers’ before users even know why they should consider buying these.
Consider targeting users’ needs first (such as ‘home’ and ‘business’) and
acknowledging these before selling the product. This will encourage interaction
and reduce the bounce rate for new visitors. Return visitors in the actual buying
stage will still be able to find the product they’re looking for by scrolling down
or using the main menu.
User Journey
• Users are immediately presented with a clear definition and purpose of Widget & Co
and the home page is well laid out.
o As mentioned already, consider further emphasising user situations and needs
before different products.
• All claims and statements tend to be linked, providing opportunity for users to drill
down and learn more. This is great for interaction.
• There’s not much real-world interaction showcased on the website.
o Consider including real world testimonials or case studies to help users see the
value of the product.
Mobile
• Items often placed horizontally on desktop show vertically on mobile devices. This
means users must scroll down to see everything and it is harder to quickly get the
whole picture.
DUE NORTH / WEB CONTENT AUDIT 6o To achieve a better mobile experience, ensure elements are placed in the
correct order. For example, product pages first show the price then a heap of
text, followed by pictures after scrolling down. Best practice is to have a picture
of the product on top, followed by pricing, information than further pictures or
information (think eBay).
• Consider implementing a return to top arrow or a sticky menu so mobile users can
access the menu more easily.
• The very large image sizes cause very slow performance on mobile devices which is
detrimental to the user experience and rankings in search engines. Optimise the
images that show on mobile devices to take up less network payload – they don’t
need the same definition as desktop devices.
• Phone numbers should always be clickable for easy calling. Addresses can also be
clickable for navigation.
• Sometimes subtle changes to the background colour of different sections helps define
such, especially for mobile devices. For example, the contact page on mobile seems
disorganised (even though it isn’t) because the contact details flow into the contact
form then the service and support section without any obvious delineation.
Conclusion
Widget & Co’s website is a mature website with lots of great information. The website
itself feels dated and not in line with the image you are aiming to portray – premium
products, leaders/experts in the field, health and wellbeing focused.
In order to better capture the interest and engagement of first time visitors, it is
recommended to primarily focus on your audiences needs, channeling them to pages
dedicated to their specific circumstances (such as home, business) which then translates
to the products best suited to them.
A few tweaks will ensure mobile users have a better overall experience too. Currently, over
2,600 mobile users access your website monthly (based on average of last 3 months).
Google also rewards websites that are ‘mobile first’ or primarily designed with mobile
users in mind.
DUE NORTH / WEB CONTENT AUDIT 7Consideration can be given to ensuring important information is presented first, with surplus information afterwards. Content needs a structure (headings, subheadings, etc) to enhance readability. DUE NORTH / WEB CONTENT AUDIT 8
Widget & Co - Google Ads Audit
A granular Google Ads Campaign needing a little fine-tuning in a lot of areas.
Summary findings
• New campaigns launched end of July but has been limited
maintenance/management in the account
• Spend, traffic, goals and transactions have dropped considerably since relaunch
though slowly building again
• Ads need reviewing and little generic
• Shopping campaigns have dropped in performance
• Site engagement metrics in Google Analytics looks too good (find out what’s
going amiss)
• Negative keywords aren’t structure well and some missing
• Google Ads conversion actions focused on transactions only, doesn’t include
other actions like a phone call regarding complexity of widget installation etc.
Summary recommendations
• Interrogate Search Query Analysis (SQA), look for opportunities from previous
(now paused) campaigns.
o Add relevant keywords
o Filter out irrelevant keywords with stringent negative keyword process
• Take control of bid management, optimise positioning
• Interrogate Shopping Campaigns from early 2020 and reinstate better performing
components
• Review Ad copy from current and previous campaigns to create more exciting
value proposition
• Reinstate Dynamic remarketing shopping campaigns
• Audit Google Analytics tracking to ensure site engagement data is accurate
• Audit Google Ads conversion actions so campaigns are optimised to drive leads
and transactions
DUE NORTH / GOOGLE ADS AUDIT 1Element Findings and Analysis Recommendations
Account Structure • Much has changed over last 10 • Avoid disrupting the
• Campaigns months account again, work within
• Ad groups • Currently a very granular the current campaign
• Settings account structure parameters and stagger
• Product categories split by significant structure
Device type but currently very changes to minimise
limited mobile and tablet disruptions
exposure • Consider Competitor
• Ad groups by Match type campaign in the future
• No competitor campaigns
• Shopping campaigns active
Ads • Ads feel a little templated and • Audit Ads and update
miss value proposition copy, referencing ads from
• Widget Softener (D) ads land on early 2020
the homepage • Audit Ad extensions
• Gentoo ad lands on a search • Audit landing pages to
results page ensure landing page
• Account-wide Ad extensions experience matches search
used. intent
SQA Analysis • Complex negative keyword • Audit negatives looking to
• Negatives implementation due to Phrase, consolidate into Negative
• New Keywords Exact, Broad Match Modifier Ad keyword lists
group structure • Audit previous Shopping
• Additional complexity and campaign negatives
duplication with keywords • Create and apply simplistic
added at campaign and ad Brand negative keyword list
group level to avoid Brand
• No negative keyword lists clicks/conversions
applied to current Search appearing in non-branded
campaigns campaigns
• No negative keywords added to • Undertake extensive SQA
the current Shopping campaign analysis of pre-July data
and recommend new
keywords in BMM or
Phrase match types to
replace previous broad
match types
DUE NORTH / GOOGLE ADS AUDIT 2You can also read
